Holistic Health

5 Things You Need to Know About Nutritional Supplements

#1 Consumers seek more than just diet and lifestyle for better health

In today’s fast-paced world, many consumers struggle to get the vital nutrients they need. While convenience is key, it often comes at the cost of nutrition. As a result, feelings of fatigue, stress, and poor well-being are common. To address these issues, many consumers turn to nutritional supplements. In 2024, 36% of global consumers reported taking supplements to enhance their health. These supplements support various functions such as digestion, circulation, and immunity, ultimately improving overall health. The primary reason consumers seek nutritional supplements is to boost their immunity.

#2 Consumers use supplements to address their mental and emotional health

Consumers are increasingly prioritizing their mental health. A significant 93% of people consider emotional well-being as essential as physical health. In response to growing concerns about mental well-being, many individuals are focusing on mental health support. Busy lifestyles often lead to stress and exhaustion, making supplements a quick and easy solution. In 2024, energy levels and sleep quality ranked high on consumers' priority lists. Many are specifically looking for supplements that promote energy. Additionally, there is a demand for products that enhance mental clarity, focus, and stress management.

#3 Sports nutrition supplements are a fast-growing segment

Sports nutrition remains one of the fastest-growing segments in the supplement market. Research from FMCG Gurus shows that over 1 in 5 consumers use nutritional supplements to support their exercise routines, and this trend is increasing. Consumers primarily seek these supplements for energy boosts or to enhance protein intake, which benefits athletic performance. These products help improve strength, endurance, and energy before workouts while also aiding recovery and muscle repair afterward.

#4 Supplements can provide a holistic approach to beauty

More consumers are turning to nutritional supplements to meet their beauty goals. This "beauty from within" trend emphasizes using health and wellness to enhance outward appearance. By using these supplements, individuals aim to improve the health of their skin, hair, and nails. Notably, 29% of consumers who take nutritional supplements do so for skin health. With an increasing focus on "clean beauty" and sustainability, many consumers prefer natural and eco-friendly options rather than solely relying on traditional cosmetics.

#5 Emerging formats of nutritional supplements appeal to consumers

Historically, nutritional supplements have been available primarily in tablets or capsules. However, alternative formats are gaining popularity. Chewable supplements are increasingly appealing, especially for those who struggle with swallowing, such as young children. They also provide a sensory experience that tablets lack. Additionally, "unnoticeable" supplements are on the rise, fitting seamlessly into everyday routines. These include powders that can dissolve in beverages like coffee, allowing consumers to incorporate them without adding complicated steps. For instance, 30% of consumers who take supplements opt for the powder format to improve their health.

This article is based on FMCG Gurus: Powering Wellness: The Global Rise of Supplements in Everyday Health – Trend Report 2024. For more information, please click here.

Cognitive Health: Proactive and Holistic Approaches

Consumers are Aware of the Link Between their Cognitive and Overall Health

Despite a slight decrease compared to 2021 when consumers were more health-conscious due to the pandemic, a significant number of consumers acknowledge the connection between good cognitive health and overall well-being. This indicates that consumers understand the crucial role cognitive health plays in healthy aging. Traits like forgetfulness and difficulty concentrating can be recognized as potential indicators of declining overall health. However, consumers express a lack of contentment with their cognitive health, despite a higher proportion who reported satisfaction two years ago. This dissatisfaction may lead to concerns about long-term health and the ability to maintain an active lifestyle in later years. Worries may stem from various factors they perceive as beyond their control, including hectic schedules, time constraints, and poor dietary choices, all of which can impact cognitive function. 

Consumers are Proactively Addressing their Cognitive Health

Many consumers are adopting a proactive approach to health. FMCG Gurus' consumer insights reveal that 53% of global consumers state they are interested in cognitive health products even when not suffering from specific health problems. This demonstrates widespread consumer interest in enhancing well-being even in the absence of symptoms. This interlinks with the growing curiosity around cognitive health and the demand for products targeting this aspect of wellness.

However, there has been a decline in interest in such products between 2021 and 2023. This shift underscores a more cautious approach to health and wellness spending in the post-pandemic period, marked by economic uncertainties and inflation. Despite this, consumers remain open to purchasing cognitive health products, provided they are perceived as essential, proven effective, and offer good value for money. 

Consumers are Changing Their Dietary Habits

In the past year, consumers have implemented various dietary adjustments to enhance many aspects of their well-being, including their cognitive health. The range of changes made by consumers suggests their dissatisfaction with existing dietary habits and their recognition of the potential long-term health impacts. Overall, consumers are leaning towards the return of back-to-basics nutrition. For example, FMCG Gurus' market research highlights that 61% of global consumers have eaten more fresh fruit and vegetables in the last year to improve their cognitive health. This highlights how over half of consumers are prioritising the consumption of more natural and nutritious foods.

Additionally, consumers are striving to create more structured dietary plans, reducing non-essential consumption occasions like snacking and opting for more nutritious options over convenient but less healthy choices. 

Consumers Often Associate Healthier Products with Higher Prices

As consumers take proactive steps toward their health, they continue to show interest in products promoting cognitive health and actively seek out such items while shopping. This indicates that people believe certain everyday food and beverage products contain nutrients that can support and enhance brain health.

However, there has been a noticeable decline in the proportion of consumers willing to pay a premium for products designed to support cognitive health compared to two years ago. This coincides with increased price inflation. Consumers often associate healthier products with higher prices, leading to concerns about striking a balance between nutrition and affordability. This underscores the importance of brands educating consumers about affordable everyday products that can contribute to maintaining and enhancing cognitive well-being.

This article is based on FMCG Gurus: Cognitive Health – Regional Reports 2024. For more information, please click here.

Cognitive Health: Proactive Approaches and Barriers

Introduction

Consumers are increasingly aware of the link between good cognitive health and overall well-being. Many individuals express dissatisfaction with their cognitive health and recognize that their diets and lifestyles can impact their cognitive wellness. In addition, consumers are mindful of broader issues such as stress and poor sleep habits and its significance on healthy aging. Consumers also show a preference for cognitive health claims on various food, beverage, and supplement items. Many consumers feel that multiple health claims on products contribute to maximizing effectiveness, convenience, and value. Brands must provide evidence to support such claims to elevate the value of these products. 

Cognitive Health Problems

Many consumers are aware of the connection between good cognitive health and overall well-being. Many of these individuals encounter various cognitive-related issues. These issues include problems with energy levels, mood, task performance, and general wellness. On a global scale, consumers are prone to reporting difficulties with sleep and feelings of fatigue and exhaustion. These two areas are intertwined, as individuals face daily pressures and stress that can hinder their ability to unwind, relax, and maintain healthy sleep patterns. For instance, 37% of global consumers say they sometimes have difficulty sleeping, while 15% state this occurs most of the time. It is important to note that inadequate sleep hygiene directly influences mood and energy levels and can cause feelings of stress.

Proactive Health and Motivations

When asked about their motivation to enhance cognitive health, 48% of global consumers express a desire to enhance their overall quality of life. Over time, consumers may associate characteristics such as forgetfulness, blurred vision, and difficulty concentrating as indicators of declining overall health. As individuals strive to maintain health as long as possible, they acknowledge the significance of feeling alert, sharp, and focused. Furthermore, a significant number of consumers state that they have either consulted medical professionals regarding their cognitive health or believe they are encountering issues, highlighting widespread dissatisfaction with cognitive well-being. 

FMCG Gurus surveyed consumers interested in proactively maintaining cognitive health. Our findings revealed that a majority of these consumers are inclined towards general lifestyle adjustments rather than seeking professional medical advice. For instance, FMCG Gurus’ consumer insights reveal that 28% of global consumers who are taking a proactive approach to their cognitive health have reduced their alcohol intake. This suggests that consumers believe certain health issues are self-inflicted due to their lifestyles.

On a global scale, individuals focusing on cognitive wellness expressed intentions to reduce alcohol consumption and increase their intake of nutritional supplements. This highlights consumers' desire to enhance their diets and steer clear of products they perceive as detrimental to their health. 

Sources of Information

As consumers prioritize their cognitive health, they are actively seeking information from various sources to enhance their well-being. FMCG Gurus’ consumer insights reveal that 70% of global consumers find doctors the most influential sources for information about brain health. This suggests that consumers are inclined to seek guidance from healthcare professionals.

Despite this positive trend, the food and drink industry must also consider the widespread popularity of online articles and the associated risks. While many online sources are credible, there is a potential for misdiagnosis and the promotion of suboptimal diet and lifestyle plans.

This article is based on FMCG Gurus: Cognitive Health Trends – Country Reports 2023. For more information, please click here.

Heart Health: Consumer Attitudes and Product Formats

Introduction

On a global scale, a significant proportion of consumers recognize the link between their heart health and their overall wellness. As a result, many consumers have adopted a holistic approach to aiding this area of health. This means that consumers are aware that some heart health issues are self-inflicted, through dietary and lifestyle habits. To maintain and enhance this area of health, various steps are being incorporated into consumers’ routines. These steps include seeking out heart health claims on food, drink, and supplements. Additionally, consumers are looking to improve their lifestyle habits, such as exercise and sleep patterns to improve their heart health.

Consumer Attitudes

Overall, consumers are satisfied with their heart health, but many feel that this area of health could be improved. This highlights a proactive approach from consumers. For instance, FMCG Gurus’ consumer insights reveal that 63% of global consumers agree with that statement: I am interested in heart health products even when not suffering specific health problems. Our findings illustrate both a proactive approach from consumers and a significant interest in products and information that aid the healthy function of the heart. In today’s post-pandemic world, consumers have become increasingly proactive in maintaining and improving multiple areas of health. This is because even though consumers may not be suffering from symptoms, they are looking to take a prevention over cure approach. This way, consumers are looking to reduce their chances of illness and health complications.

Claims & Product Formats

During today’s recessionary climate, consumers have adopted more considered spending decisions. However, a large proportion of consumers still continue to address their health proactively. This approach means that active ingredient claims are of high appeal to consumers. In terms of product categories, consumers are most likely to say they find heart health claims appealing in the breakfast cereal space. For example, FMCG Gurus’ market research shows that 37% of global consumers would like to see heart health claims in breakfast cereals. Our findings suggest that consumers tend to be more health-conscious in the morning.

Further to this, many consumers also like to see claims that aid the function of the heart in the bread and juice/smoothies categories. These product categories are also associated with breakfast time. This suggests that consumers deem the mornings a convenient time for functional products.

Heart Health Problems & Actions

While some people feel unsatisfied with this area of health, there have been various heart health-related problems reported at least some of the time. In general, consumers are more likely to experience day-to-day, “minor” heart health symptoms. The most common symptom is consumers feeling constantly tired. For instance, FMCG Gurus’ consumer insights reveal that 42% of consumers suffer from constant tiredness at least sometimes.

Many associate tiredness with consumers’ busy, fast-paced lives, such as poor sleep health and everyday stresses and worries. However, others feel that constant tiredness could signify a more serious health issue. This is comparable to heartburn and shortness of breath which are also symptoms experienced by consumers at least some of the time.

In terms of addressing these problems, consumers have adopted general steps, as opposed to specialist steps or advice. Our findings suggest that consumers may feel that some symptoms are self-inflicted, and can be improved through dietary and lifestyle habits.

This article is based on FMCG Gurus: Heart Health Trends – Country Reports 2023. For more information, please click here.

Skin Health: Holistic Approaches and Financial Uncertainty

Introduction

Consumers have become increasingly aware of the link between good skin health and overall health and well-being. As a result, multifunctional health claims on food and drink products will highly appeal to consumers. This is because many consumers associate such claims with maximum efficacy, convenience, and value for money. All of these product attributes are particularly crucial during a time of financial uncertainty and busy, fast-paced lifestyles.

In terms of storytelling, hydration and self-care are two equally significant messages brands should be promoting when addressing skin health. In addition, brands must highlight the link between inner wellness and outer beauty. In doing so, brands should avoid perpetuating existing stereotypes around beauty and enhancing the pressure on consumers to look good.

The Impact of Financial Uncertainty

Consumers acknowledge the link between skin health and overall well-being. However, a significant proportion of consumers are not overly satisfied with their skin health. FMCG Gurus’ consumer insights reveal that 21% of global consumers are not satisfied with their skin health.

Our findings suggest that the current climate of economic uncertainty has caused consumers to cut down on products they deem non-essential. Many consumers have likely reduced spending in the personal care industry. This means consumers may have sought out cheaper personal care products, reducing their brand loyalty. In addition, many consumers will have either stopped or reduced spending in spas and salons. These behaviors are likely to cause stress for consumers on their physical appearance, due to having to cut down on self-care endeavors.

Holistic Skincare

Equally, many consumers have taken a holistic approach to their skin health. This means that consumers do not solely associate skincare with physical attractiveness. Instead, many perceive skin issues, such as blemishes, with other health issues. For example, FMCG Gurus’ market research demonstrates that 37% of consumers looked to get more sleep to address their skin health. Additionally, 46% of consumers exercised more to address their skin health. This demonstrates a greater awareness of the impact of certain lifestyle habits on various areas of health.

Product Formats

A significant proportion of consumers have adopted a proactive and holistic approach to their health and wellness. Due to this, many consumers like active ingredient claims on food and drink products related to skin health. However, brands must look to validate these claims. This will ensure trust and transparency. In addition, the skincare industry must educate consumers on safe and healthy personal care routines.

On a global scale, consumers find skincare claims most appealing in the nutritional supplement and bottled water sectors. For example, FMCG Gurus' market research shows that 37% of consumers like to see skin health claims on nutritional supplements. This appeal of nutritional supplements is because of the association with higher dosages of ingredients and therefore, maximum efficacy. Also, skincare claims in the bottled water sector are highly appealing to consumers. This is due to the connection between hydration and skin health.

Problems & Actions

Consumers experience various problems with their skin health. One of the most common symptoms consumers suffer from is dry skin. For instance, FMCG Gurus’ consumer insights reveal that 35% of consumers suffer from dry skin. Consumers associate this condition with many factors. This includes time scarcity, poor lifestyle habits, and financial uncertainty. Our findings suggest that consumers feel their busy lifestyles are impacting certain areas of health. This could mean many are struggling to relax and unwind. Furthermore, sleep health is being impacted by financial worries and poor lifestyle habits, such as using technology before bed.

To combat these problems, consumers are turning toward hydration. For example, FMCG Gurus’ consumer insights reveal that 62% of consumers have drank more water over the last year to address their skin health. This highlights more of a back-to-basics approach to skincare. While this could be reflective of the growing trend of naturalness, this may also mirror consumers' financial stresses. With rising prices, many consumers may feel that spending in the skincare market is less essential. As a result, brands must ensure they provide promotional offerings to align with today’s recessionary climate.

This article is based on FMCG Gurus: Skin Health – Country Reports. For more information, please click here.

Enhancing Cognitive Health: Attitudes and Natural Ingredients

Introduction

As consumer needs evolve, the focus on cognitive health has become increasingly prominent. Many consumers have felt satisfied with this area of health since the pandemic. However, there remains a significant number of consumers who are unsatisfied with their cognitive well-being. Notably, consumers are placing a greater emphasis on emotional wellness and cognitive health. They recognize the equal importance of this alongside physical well-being.

Amidst this shift in mindset, consumers are dealing with symptoms such as stress, worry, and tiredness. This is resulting in a desire among consumers to enhance their overall health and quality of life. Interestingly, while many acknowledge cognitive health concerns, consumers tend to refrain from seeking specialist treatment. Instead, many opt for general approaches to improve this area of health.

Attitudes & Behaviors

In today’s post-pandemic society, consumers are demonstrating a proactive stance towards wellness. However, it is suggested that issues such as price inflation are impacting cognitive health. Importantly, recent trends from 2021 to 2023 reveal an increase in satisfaction levels regarding this area of health. For instance, FMCG Gurus’ consumer insights reveal that in 2021, 45% of consumers were satisfied with their cognitive health, and in 2023, 55% of consumers were satisfied with this area of health. Alternatively, there was a 10% decrease in consumers who are interested in brain health products even when they are not suffering from specific health problems.

These findings indicate a shift in consumer behavior, reflecting a decreased sense of urgency in actively seeking out functional products daily, as well as a reduction in the level of concern compared to the pandemic era. Furthermore, while factors such as price inflation continue to impact brain health, their effect appears to be less pronounced than during the pandemic.

Increased Intake of Fresh Fruit and Vegetables

In the past year, consumers have implemented various measures to enhance their cognitive health, indicating dissatisfaction with this aspect of wellness and recognizing the potential impact of poor cognitive well-being on overall long-term health. FMCG Gurus’ market research highlights that 49% of global consumers have eaten more fresh fruit and vegetables in the last twelve months to improve their cognitive health. The emphasis on consuming more fresh fruits and vegetables reflects consumers' belief in the ability of their diets to support cognitive health, rather than relying on specialized functional foods. This suggests an awareness among consumers that behaviors such as excessive consumption and inadequate nutrient intake can affect areas such as alertness and concentration. 

Cognitive Health Problems

Consumers are actively prioritizing various aspects of their health and well-being. There has been an increased effort to elevate emotional wellness to the same level as physical health, positioning cognitive health as the second most crucial priority after gut health. For example, FMCG Gurus’ consumer insights reveal that 17% of global consumers are most concerned about their cognitive health.  

This increased focus is linked to the impact of COVID-19 on cognitive health over the past few years. As society transitions to a post-pandemic phase, consumers are increasingly conscious of the influence of busy lifestyles and macroeconomic factors, such as price inflation, on their cognitive well-being in both the short and long term. Also, there is a growing recognition that cognitive health does not solely affect mood and energy levels but can also lead to long-term health issues, significantly impacting overall quality of life.

Ingredients

Consumers prioritize cognitive products that enhance memory over improving sleeping patterns, despite tiredness and sleep difficulties being more commonly experienced. This suggests that individuals believe they can address fatigue and poor sleep habits by improving their bedtime routines without the need for additional products.

Consumers link various fruits and vegetables to memory enhancement, with bananas being the most commonly mentioned. For instance, FMCG Gurus’ market research indicates that 44% of global consumers associate bananas with memory-boosting benefits. This highlights the perception that everyday grocery items can contribute to improving cognitive health, influencing their willingness to actively seek out and invest in functional products that offer similar benefits.

This article is based on FMCG Gurus: Navigating Cognitive Health and Wellness in 2023 - Global Report. For more information, please click here.

Metabolic Health: Lifestyle and Sleep Health

Introduction

The metabolism refers to the set of chemical processes that occur within the digestive system. It involves the conversion of nutrients from food and drink into energy and the foundation required for growth, repair, and other healthy bodily functions. Good metabolic health means your body is able to digest and absorb nutrients from food without unhealthy spikes in sugar, fat, inflammation, and insulin. It is important these spikes are avoided as they can contribute to the long-term impact of food on your health, such as high cholesterol, high blood pressure, and increased levels of body fat.

Attitudes towards Metabolic Health

Having good metabolic health lowers your risk of metabolic diseases. The metabolism plays a key role in impacting other areas of health and can be impacted by food and drink. Another key component to metabolic health is sleep and stress management. For instance, when asked what health problems consumers suffer from, 47% said constant tiredness. This symptom could be related to the metabolism, due to its important role in producing energy for the body’s functions. Disruptions in metabolic processes can lead to reduced energy levels and tiredness.

Consumers also expressed concerns about their sugar levels. This can also be linked to the metabolism, with certain metabolic issues affecting blood sugar regulation; such as insulin resistance which can influence energy crashes and fatigue.

Diet & Lifestyle

Dietary and lifestyle habits can play a role in the functioning of the metabolism. For example, the timing of meals can affect the metabolism, and eating balanced meals regularly can help keep your metabolism active. Also, staying hydrated is important for maintaining optimal metabolic function. Water is required for various metabolic reactions, including those involved in digestion and nutrient transport. Regular physical activity, including aerobic exercises (like running and swimming), can also contribute to boosting the metabolism.

Sleep & Stress

When the body is under stress, various hormonal and physiological responses occur that can influence the metabolism in several ways. Our consumer insights highlight that almost three-quarters of global consumers experience stress some of the time. In some cases, chronic stress can lead to a reduced metabolic rate, making it harder for the body to burn calories efficiently. This can contribute to weight gain and difficulties in weight management. In addition, chronic stress can lead to sleep disturbances, such as insomnia or poor-quality sleep. Lack of sleep is known to influence the metabolism by disrupting hormones that regulate appetite, increasing the desire for high-calorie foods.

Sleep hygiene plays a significant role in metabolic function. The quality and duration of sleep have a significant impact on various metabolic processes. Sleep influences the release of hormones that are important for metabolic regulation. Our market research shows that 64% of global consumers get less than 7 hours of sleep per night, which is less than the recommended amount for an adult. Insufficient sleep is associated with the disruption of hormones, for instance, leptin (which suppresses the appetite) and ghrelin (which stimulates the appetite).

Conclusion

A well-functioning metabolism plays a central role in overall health. Being aware of how to support metabolic health can positively influence other health areas. By providing consumers with well-balanced, nutrient-dense options and transparent information, the food and drink industry can play a significant role in supporting consumers' efforts to improve their metabolism and overall health.

The article is based on FMCG Gurus: Attitudes and Behaviors Towards Metabolic Health – Global Report 2023. For more information, please click here.

Health and Wellness: Proactive vs Reactive Consumers

Introduction

The health and wellness market has experienced significant growth in recent years. Consumers are becoming increasingly conscious of their health and are actively seeking out products that promote physical well-being, mental well-being, and overall balance in their lives. For instance, FMCG Gurus’ consumer insights reveal that 53% of proactive consumers have changed their attitude towards their health in the last two years because they wanted to prevent any health problems occurring by leading a healthier lifestyle. This indicates that a large proportion of consumers have adopted a proactive approach to their health and wellness over the last few years, which has been catalysed by the pandemic.

However, the reality for most consumers is they lack the time, finances, and motivation to seek out certain products for specific health solutions. Rather, consumers are looking for food and drink products that will simultaneously address multiple areas of their physical and emotional wellbeing. As a result, brands must take steps to facilitate food and drink with maximum convenience and efficacy for proactive and reactive consumers.

Proactive and Reactive Consumers

Proactive consumers take conscious steps in their purchasing decisions when seeking out food and drink. Due to this, this category of consumers address their health before symptoms occur, to maintain good health for the long-term. FMCG Gurus’ market research highlights that 85% of proactive consumers in the UK agree they want to stay fit and active until as late in life as possible.

Conversely, reactive consumers prioritize convenience and practicality in their purchasing decisions. They seek out products that are easily accessible, require minimal effort or time, and fit into their daily routines. Also, reactive consumers tend to address their health after symptoms have occurred. For instance, our findings show that significantly less reactive consumers turn to functional or fortified food and drink to boost their health, as opposed to proactive consumers. Our market research demonstrates that 50% of proactive consumers will seek out functional and fortified food to aid and enhance their health, while only 10% of reactive consumers will do this. This suggests that proactive consumers are more attentive to boosting their health and will seek out products and claims with benefits.

Promote Multifunctional Products

Proactive consumers often deem their health and wellness as holistic, and feel that multiple areas of their health are interlinked. 57% of proactive consumers find multifunctional benefits to be a valuable attribute when purchasing health products. Moreover, 58% of reactive consumers deem price a valuable attribute when seeking out health products. As a result, brands must provide consumers with food and drink products which will aid overall, holistic health, while aligning with the current cost of living, to offer maximum appeal to both proactive and reactive consumers.

Recessionary Shopping Habits

Today’s current cost-of-living crisis is impacting consumers’ health and wellness habits. FMCG Gurus’ consumer insights reveal that 40% of global consumers are concerned about rising living prices. This means that consumers’ have been adopting recessionary shopping habits and are having to make more compromises on products that they do not deem a necessity. Due to this, brands must communicate maximum value for money.

However, consumers are differentiating between low costs and good value for money. This means that consumers are looking for multifunctional products which will target their health and wellness, have sensory appeal, and contain natural ingredients. These kinds of products will enhance consumer perceptions of value through having maximum efficacy.

Avoid Health-Washing

Consumer skepticism regarding health claims across the food, drink, and supplement industries are common. As a result, clinically-proven scientific evidence must be provided by brands to support health claims and to build consumer trust around a product. For instance, our market research indicates that 41% of global consumers find scientific evidence on packaging to support health claims important. This is because when consumers are seeking out health-boosting food and drink, they want to see clear and concise ingredient and nutritional labelling with scientific evidence to ensure maximum transparency and trust.

This article is based on FMCG Gurus: Health & Wellness - Proactive vs Reactive Consumers – Country Reports – 2023. For more information, please click here.

Skin Health: a Holistic Approach in 2022

Since the pandemic, consumer attention and attitudes towards skin health and overall health have shifted significantly. At a time when people were restricted in their movement and exercise, many consumers felt unsatisfied with their health. Common health issues faced included increased stress levels, reduced activity, and poor dietary habits. This includes comfort eating and frequent snacking in a time of uncertainty and fear.

An approach adopted by consumers during the pandemic was placing an emphasis on improving various aspects of health. FMCG Gurus consumer insights highlight the increase of a long term approach to maintaining health until late in life. 66% of consumers also recognize the influence of skin health on their overall health. As a result, a significant portion of consumers are interested in improving their skin health. This long term and proactive approach to health reflects many consumers holistic approach. This means that consumers are understanding the inextricable links between various areas of health.

Areas of Improvement

FMCG Gurus findings have revealed the different areas of skin health that consumers would like to improve and the ways in which they are doing so. Examples of this include dry skin, wrinkles, and darkened skin beneath the eyes. To minimize wrinkles, 35% of consumers are changing the skin care products that they had been using. Another solution included 30% of consumers exercising more. Additionally, 41% of consumers went to bed at an earlier time. Lastly, 45% of consumers improved their work and life balance and 21% took nutritional supplements.

Among each issue, the steps taken to improve these issues varied. However, consumers are turning towards different products and proactive lifestyles to actively improve aspects of their skin health. It is important that brands are aware of these issues and the methods that consumers are taking to combat them. This will ensure that brands are emphasizing the most appealing health benefits of products, increasing consumer interest.

In addition, due to multiple skin health issues faced by consumers, it would be beneficial for brands to adopt a holistic approach when producing and positioning their products. For instance, if brands ensure that products address multiple aspects of skin health, consumers will be more likely to choose that product over competing products. An example of this could be an all-in-one skin product that ensures the prevention of dry skin, wrinkles and darkened skin beneath the eyes. This kind of product presents notions of convenience, efficacy and being great value for money.

The Ingredients

The most valued ingredient among consumers when it comes to skin health is collagen. FMCG Gurus market research has revealed that 45% of consumers associate collagen with skin health. The second ingredient associated with skin health is vitamin C at 40%. Brands need to make it easier for consumers to decipher between competing skin health products. One way they can do this is by clearly labelling these ingredients on their packaging. After doing so, brands should be supporting these ingredient claims with scientific evidence and a reasonable price to enhance consumer likelihood of purchase.

FMCG Gurus consumer insights revealed the sharp increase of consumers interested in food and drink products that benefit skin health. The key products consumers would like to include these benefits are tea and coffee, having increased from 6% in 2019 to 54% in 2021. As well as bottled water, which has increased from 13% in 2019 to 47% in 2021. This highlights how consumers are seeking out convenient approaches to improving their skin health. As a result, water brands must offer nutrient-infused water to cater to multifunctional health benefits.

Skepticism

Consumers have expressed uncertainty around skin health claims within the skincare, health, and wellness market. Known for charging premium prices in this market, consumers fear being exploited and have doubts about whether these products will do what they say on their labels. However, it is clear that many consumers are still willing to pay a premium price for products that hold genuine value. This indicates that brands must be increasing the credibility of their products and include clinically proven evidence to address this skepticism. It is also important to note that at a time of economic uncertainty and financial struggle, consumers want products that are reliable and good value for money.

This article is based on FMCG Gurus: Healthy Ageing: Skin Health in 2022.

Joint and Bone Health: Consumer Attitudes in 2022

Joint and Bone Health Concerns

In recent years, consumers are increasingly aware of how joint and bone health can have an impact on overall health, with 64% of global consumers recognizing this link. Consumers understand how joint and bone health can impact other areas of well-being, such as mobility. Despite this, only 5% of consumers state that their joint and bone health is their main health concern. This suggests that other health issues are taking priority for most consumers across the globe.

FMCG Gurus consumer insights found that over half of global consumers are satisfied with their current joint and bone health. Instead, many consumers are turning to joint and bone health products and looking to improve this area of their health before they are suffering from any symptoms. This reflects how many consumers have adopted a proactive approach to their health and wellbeing, making changes to their lifestyles and diets to prevent future health issues and boost their immunity.

For those consumers that are looking to address symptoms, the main problems that they suffer from includes neck pain, shoulder pain, and ankle pain. There are multiple factors that could contribute to these problems such as poor dietary habits, an ageing society, and a lack of exercise. Consumers state that these problems can limit their ability to relax and unwind due to pain, and that they want to address these problems to improve their health as they age and increase their mobility in both the short term and the long term.

Dietary Changes

One of the areas that consumers are addressing in order to improve their joint and bone health is their diet. As consumer attitudes towards their health have changed in the last few years as a result of the pandemic, more people are conscious of how changing their diet can impact their overall wellness and improve areas of health. This is true in the case of joint and bone health; consumers look for products that can improve symptoms or promote healthy joints and prevent future problems from occurring.

Food and Drink Products

When asked what kind of food and drink products consumers turn to in order to boost their health, 89% of consumers stated that they turn to fruit and vegetables. These products are natural foods that are known and trusted to provide health benefits and can be easily included in a daily diet. Additionally, as consumers put more research into what products and ingredients can benefit specific areas of health, consumers have looked to consume more food and drink products that are high in protein. There is somewhat of a health halo surrounding protein and therefore many consumers look to maximize their intake of the ingredient. Protein is known for its ability to build and repair tissue and improve strength, consumers will turn to these products to improve symptoms of joint and bone pain and ensure that they do not develop future problems. It is important that brands promote products high in protein whilst educating consumers about the ingredients and how it can benefit them. Calcium is another ingredient that consumers may find desirable when looking to improve their joint and bone health. This is reflected in the number of consumers that turn to products such as milk, yogurt, and other dairy products to aid their joint and bone health.

FMCG Gurus consumer insights found that 61% of global consumers are likely or very likely to find products positioned around improving bone and joint health appealing and 46% would be willing to pay a premium for these products. This highlights that a large proportion of consumers are seeking products that will address their joint and bone health as they recognize how this can improve overall health and wellbeing. To encourage these consumers to pay a premium price, brands should ensure that any health claims they make are evidence-led and accurate. Consumers should feel like they are getting good value for money, especially in a time of decreased financial confidence.

Lifestyle Changes

As consumers approach their health holistically, they are looking to address multiple aspects of their lifestyle alongside making changes to their diet in order to improve their joint and bone health. Even when not yet suffering from any symptoms, consumers are adopting a proactive approach and making these changes in order to protect themselves against future potential joint and health problems.

FMCG Gurus consumer research found that 39% of global consumers state that they have increased the amount they exercise in order to improve their bone and joint health. Many consumers recognize that lack of exercise can contribute to joint problems and joint pain and by exercising more, they could improve these symptoms and increase mobility. Additionally, some consumers found that they put on weight during the pandemic. They also understand that excess weight can put a strain on joints and bones, and they have increased exercise to lose this additional weight.

Another way that consumers have made changes to their lifestyle to improve joint and bone health is by addressing their sleeping habits. 38% of global consumers state that they have looked to get more sleep, to improve their bone and joint health. Consumers recognize how different aspects of health impact other areas. Improving sleep health can result in increased energy, more motivation to exercise, and a well-rested body that is able to fight any health issues more effectively.

This article is based on FMCG Gurus: Healthy Ageing Series: Joint and Bone Health in 2022.